Business Research Methods

Running head: BUSINESS RESEARCH METHODS PART ONE

Business Research Methods Part One

QNT561 – Applied Business Research and Statistics

April 19, 2010

Business Research Methods Part One

Pawsitively Yummy (Yummy) manufactures gourmet dog treats with all organic ingredients formulated for the wellness and health of dogs. The treats were developed out of the love and concern for dogs, particularly those canines with sensitive gastro-intestinal tracts and food allergies. The target market is discerning dog owners wanting the best for their pet’s health. Yummy’s objectives are to increase profits and expand its market share in the $48 billion pet industry investigating competition and pricing structures in the industry. The decision making process for dog owners buying regular, natural , or organic treats will be researched to provide management with information to analyze and make decisions in accordance with company goals.

Research Design

Research Questions

Yummy desires to identify if marketing strategies should be enhanced and if products or pricing strategies should be revised. Research questions are:

(1) How much is the effect of income/demographics/geography/household size/lifestyle on organic dog treat consumption?

(2) What is the breakdown for consumers preferring (a) Product from large producers (b) Other organic treat companies (c) Natural treat companies?

(3) How satisfied are customers with Yummy products?

(4) How much are consumers aware of organic health benefits?

Research Design Characteristics

According to Cooper and Schindler (2006), “research design constitutes the blueprint for the collection, measurement, and analysis of data” (p. 138). Secondary data examined are case studies, opinions, existing survey results, Yummy’s archives and published documents from competitors. A customer questionnaire will be conducted online and provided as a mail-in survey form distributed to a local...